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In the 1970's, Parah transformed the swimsuit into a fashion product attentive to the trends, and always one step ahead of the market. Today, with 14 brands marketed, Parah expresses the result of its 53 years of research, impassioned work, and successes with each unique brand. Parah's founder, Edda Paracchini Piazzalunga, handed the company down to the next generation with the intent of, offering collections with carefully made garments and craftsman-like attention to details.

Today Parah assures that all garments are 100% manufactured in Italy, while special importance is given to those projects aimed at producing garments that bring great comfort and fashion content together. A great deal of attention is devoted to choosing the most innovative quality materials, patterns, and detailing. Year after year, a line-up of refined, precious and persuasive lingerie is created making womanliness always more fascinating in the unique world of Parah.